The upshot is that Dom is doing a gig promoting reading and literature. They got celebrities to do photo shoots as characters from books. Dom's daughter is the girl in the pic. They're promoting Pippi Longstocking. As I remember, her (Pippi's) father was rather fat, so Dom doesn't quite fit the bill, but that's the story there.

For those who don't know, Dom has the equivalent of a master's degree in history, and is active in promoting education. This gig is right up his alley.